In recent years, there has been a proliferation of articles and books heralding this supposed phenomenon. It illustrates the emergence of financial guides services directed to individuals and families in Brazil. In general, these specialists, considered “gurus”, search for guiding individuals toward changes, related to entrepreneurial motivations and practices of risky investments. Currently, these gurus teach about new careers, how to succeed a new enterprise, how to make money; in this sense, they also provide some recommendations about savings and investments.
The most recent studies related to entrepreneurship and women take into consideration researches that focus on the problems they face, their managerial practices, and their skills for success and gender differences. Specifically, the interest in understanding women’s entrepreneurial activities is a result of the importance they are gaining in the entrepreneurial sector as well as evidence that women efforts are been associated with being an entrepreneur, securing their financial independence without leaving their traditional role as mother and as housewife.
In this regard, the results show, in what extent, publications on entrepreneurship and personal finance focused on women “magically” standardizes feminists ideals linked to the notion of material wealth (money) and financial independence, at the same time, it is strictly associated with moral values that defines the “traditional” role of women.
These financial consultants have been infiltrated through different sectors of society, forming a particular dynamic, for example, they are called to give lectures in neopentecostal churches, in this sense, the priests also have transmitted financial thoughts ‘religiously’ to their believers. This movement has resonance in Brazilian society, because it resets the social roles in their place, that is, an important evidence a is that the women are ‘backing home’.
By these evidences, this paper presented that entrepreneur issues are been embedded in Brazilian society. It constitutes a kind of “cultural guide” that addresses a moral topic, supporting the idea of personal and financial success. These speeches are embeddedness by an optimism culture that encourages individuals to take economic choices that were not considered as a moral practice before.
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